4 Personal/Soc goals and Consumer choices and beh

Question 1

Art 1

DAST framework of retail atmospherics

Answer 1

DAST = design-ambient-social-trialability factors of retail atmospherics (design, ambient, social) and sensory experiences

• Design: visual elements
• Ambient: background conditions
• Social: people
• Trialability: the ease with which a customer can try a new product or service

Question 2

Art 1

Design Factor

Answer 2

In-Store =

• Functional design: the layout, comfort, and signage
• aesthetic design: color, scale,texture/pattern, style, accessories, and merchandise presentation
• visual elements accompanied by corresponding sounds improve memory performance accuracy, relative to the sole presentation of visual elements
• functional design involves a variety of sensory modalities that influence consumers’ cognition, mood, and emotions, as well as their behaviors
• simple organization of merchandise in the store can determine sales, both in terms of how much and which items are selected
• Color is another influential visual aesthetic design (warm colors result in arousing, dissatisfying affect)

Other Journey Touchpoints
-Design factors therefore have important roles across all cus-tomer touchpoints, such that engaging the different senses canchange how customers perceive the brand, product, and purchasedecision.

Question 3

Art 1

Ambient Factor

Answer 3

IN-STORE

• scent positively influences customers’ pleasure, satisfaction, and behavioral intentions
• Warm temperatures have been shown to increase individuals’ product valuations
• warm temperatures result in higher willingness to pay in auctions and lower willingness to pay in negotiations

Question 4

Art 1

Social Factor

Answer 4

IN-STORE

• Shopping with others magnifies the emotional affect consumers experience from products
• people evaluate brands more negatively and spend less time in the store if a stranger touches them
• if a highly attractive person touches a product, a customer is more likely to purchase it
• social factors often interact with other sensory elements, as well as design and ambient factors

Question 5

Art 1

Trialability Factor

Answer 5

IN-STORE
Trialability = ability to experience the product before purchasing it
- Products that can be sampled in the store often encourage immediate purchases of more of the product
-series of two experiential products, they prefer the product they sample second if both products are desirable, but if the sampling involves two non-experiential products, they prefer the first one
- when favorable information appears before the sampling opportunity, consumers evaluate the product more positively, but if that favor-able information appears after their sampling experience, they express more negative evaluations

Question 6

Art 1
DAST Factors and Shopping Behavior

Cognitive and Affective Routes

Answer 6

ON THE AFFECTIVE ROUTE:

• consumer´s emotional state mediates the impact of environmental cues on his/her behavior
• as pleasure and arousal increase, approach behavior increases

ON THE COGNITIVE ROUTE

• reflects how DAST factors garner attention and then evoke different levels of elaboration
• stronger cognitive route seems to arise if associations exist between the products and atmospheric cues, as well as in the presence of nonconscious associations between the products and the atmosphere
• The DAST factors thus directly or indirectly influence both affective and cognitive responses, which then affect shopping behavior

=> both affective and cognitive responses likely mediate the influences of the DAST elements on shopping behavior

Question 7

Art 1
DAST Factors and Shopping Behavior

Interactive Impact of DAST Factors

Answer 7

two potential mechanisms that predict how DAST factors might work in conjunction: consistency and congruity and experience and involvement

Question 8

Art 1
DAST Factors and Shopping Behavior

Experience and Involvement Effects

Answer 8

greater experience or involvement moderates (or attenuates) the effect of any given cue on evaluations and behaviors

Question 9

Art 1
DAST Factors and Shopping Behavior

Consistency and Congruity Effects

Answer 9

• when multiple cues interact, they might be consistent or congruent or not
• multiple cues enhance evaluations and behaviors
• This moderating mechanism likely moves through a cognitive route to influence how people process multiple competing or complementary cues
• the predictions are consistent with information integration theory, categorization theory, and congruity theory
• Consistent or congruent cues, such as a well-designed store with pleasant music and soft lighting, likely enhance overall evaluations of the merchandise or store, as well as purchase behaviors

Question 10

Art 2

Abstract

Answer 10

-following the GFC, the importance of security, tradition, benevolence, and, to a lesser extent, conformity values increased
-In contrast, hedonism, self-direction, and stimulation values decreased
-power, and, to a lesser extent, achievement values increased following the
GFC in countries low on welfare expenditures but decreased in countries high on welfare expenditures
-increases in tradition and benevolence values were more pronounced in high-welfare countries

Question 11

Art 2

Basic Personal Values

Answer 11

Schwartz: basic personal values =
-2 dimensions summarize value relations:
1. Self-transcendence versus self-enhancement
-> differentiates values that express concern for others (benevolence and universalism) from values that express a concern for one’s
own needs and interests (achievement and power)
2. Openness to change versus conservation differentiates values that concern seeking independence of action, thought, and novelty (selfdirection, stimulation, and hedonism) versus preserving the status
quo and resisting change. Schwartz (2015) further noted

-self-transcendence and openness values both express growth and self-expansive motivations that oppose the self-protection
and anxiety-control motivations that conservation
and power values both express

Question 12

Art 2

Value Types and their Motivational Goals (Schwartz)

Answer 12

VALUES

• Achievement
• Power
• Security
• Conformity
• Tradition
• Benevolence
• Universalism
• Self-direction
• Stimulation
• Hedonism

Question 13

Art 2

How do Values change?

Answer 13

-change in societal or cultural values to changing historical, ecological, economic, institutional, and cultural events and circumstances
-changes in an individual´s values follow a predictable pattern
- increases in the importance of any given value are accompanied by
decreases in opposing values in the circle
-Perception of risk or
threat increased the importance of self-protection
values, while reducing
the importance of growth values

Question 14

Art 2

Discussion

Answer 14

1. GFC led to shifts in youth´s values
2. welfare state partly moderated the effects of the GFC on values

-that values that express self-protection/ anxiety-control motivations increased in importance after the onset of the GFC
-whereas values that express growth/self-expansion motivations
decreased
- welfare state as a moderator of the effects of the GFC on young people’s values, although this role was more complex

Question 15

Art 3

Intro

Answer 15

• Social presence = social entity which includes another person/group who are physically present and influence a consumer, intentionally or not, minimum 2 people, may impact a consumer, through active or passive engagement
• Passive social presence = social entity that is physically present but does not interact with focal consumer
• social presence can influence a consumer by heightening impression management concerns and providing a rewarding sense of belonging

Question 16

Art 3

Three types of social influence

Answer 16

1. Utilitarian influence
   normative in nature, with the former related to obtaining rewards and avoiding punishment
2. Value-expressive normative in nature, influences, desire to positively manage one’s image and self-view
3. Informational influence involves using a social presence as a source of information upon which to draw conclusions about reality

Question 17

Art 3

Utilitarian influence

Answer 17

• when an individual is motivated to obtain rewards or avoid punishment from a social presence -> operates through a compliance process
• seek to attain affiliation-related rewards, due to a fundamental need to belong and avoid punishment through compliance with salient social norms

Question 18

Art 3

Affiliation-related rewards

Answer 18

-people highly motivated to establish and maintain relationships
-Given the importance of belongingness and social support it provides consumers will seek to facilitate and maintain social connections respond favorably when they feel a sense of belonging, avoid
jeopardizing their affiliation once obtained and strive to restore their connection if a loss in acceptance from others is realized
-consumers’ desire for social connection can motivate
them to engage in unethical behavior
-Because satisfying affiliation-related needs is rewarding, even the subtlest cue that elicits a feeling of connection with a social
presence can have positive downstream implications
-Once feelings of connection with a social presence are established, close others can affect consumers’ information sharing
behaviors and product preferences

=>Consumers are willing to comply with a rejecting social presence to achieve the rewards associated with
affiliation.

Question 19

Art 3

Social Norm Compliance and Punishment

Answer 19

-Social norms = society’s shared rules and expectations that direct and guide behaviors
-social norms are influential
because they inform consumers of how they are expected to behave
-Failure to comply with social norms can lead to punishment

1. Compliance with salient social norms
2. Social norm violations and punishment

Question 20

Art 3

1. Compliance with salient social norms

Answer 20

-when a social norm is salient, such as the norm of reciprocity, consumers are more likely to comply with a sales associate’s explicit
request
- because a sales associate’s actions can signal normative norms when the sales associate is
unfriendly, customers will similarly become more unfriendly at the the final stage of a service encounter
-consumers are also motivated to comply with
salient gender role norms

Question 21

Art 3

2. Social norm violations and punishment

Answer 21

-norm violations can disrupt social order, which will subsequently require restoration, create cognitive
dissonance that needs to be alleviated and negatively impact feelings of trust
-one consumer will punish another for failure to comply with a social norm, consumers will also take corrective action if a sales associate—or they
themselves—violate a salient social norm

Question 22

Art 3

Value-expressive influence

Answer 22

-Value-expressive influence occurs when people adopt behaviors or beliefs that enhance or support their self-concept
-individuals have a pervasive desire to hold a positive self-view
-they seek to enhance, protect, and repair
their self-concept as needed
-value-expressive influence impacts consumers’ efforts to enhance the self in the eyes of others through impression management
strategies, and to protect and repair the self from threats that jeopardize
their positive self-view

Question 23

Art 3

Enhance the self in the eyes of others

Answer 23

-consumers are generally motivated to signal positive
images to others, the way they signal might differ depending on individual
differences
-impression management efforts can extend to influence a consumer’s engagement in a variety of consumption-related activities that signal positive information about the self to others

Question 24

Art 3

Protect and repair the self from image-related threats

Answer 24

-Image-related threats occur when there is negative information about the self that may be conveyed to a social presence
-desire to protect the public image of others arises when
the other person is close to the consumer and is thus considered an
extension of the self
-one’s own image, one’s close friends are a reflection of the self, and thus worthy of impression management efforts as well

Question 25

Art 3

Protect and repair the self from self-view threats

Answer 25

-A social presence can create a number of potential threats to a consumer’s
self-view that will motivate corrective actions
-risk jeopardizing a consumer’s desired positive self-view.

POTENTIAL SOURCES
1. social presence’s product preference
2. Space violation (too many people/personal space/psychological boundaries)
3. Social comparison-related information ( Two situations wherein social comparison is threatening are when
consumers compare how an appearance-related product looks and when someone else possesses something desired by the consumer)
4. Anticipated stereotyping or discrimination

Question 26

Art 3

Informational Influence

Answer 26

• involves accepting information from others to serve as evidence about reality
• operates through an internalization process
• is accepted if it enhances consumers´ knowledge about or ability to cope with the environment

Influenced by:

• Social number
• Appearance
• Choice behavior

Question 27

Art 3

Conclusion

Answer 27

impact other consumers and salespeople can have on a consumer’s cognition,
affect, and behaviors

by centering the discussion around three types of social influence: utilitarian, value-expressive, and
informational.